Amazon’s Trojan Horse


This article is from Robin Lewis’ RobinReports. We can not WAIT for the interview of Robin by Ed Gribbin at our Annual Conference one week from today. We’ll all leave that room with a new strategy for taking advantage of the next waves of retail business models…….

Amazon’s Trojan Horse
APRIL 29, 2018 by Warren Shoulberg

Could Jeff Bezos have a new strategy for his physical retailing plans: rent rather than own?

Jeff Bezos may be outsmarting the rest of the retailing world…again. While everyone speculates on which physical retailer Amazon will buy next, Bezos may be working an entirely different strategy for how to expand his domain beyond the virtual.

True, he bought Whole Foods last year to get into the grocery business – not to mention giving the company another 400 physical touch points with Amazonians – and he continues to progress on the twin roll-outs of Amazon Book Stores and Amazon Go convenience stores. The company even operates 35 Treasure Trucks in the U.S. and the U.K., providing actual mobile retailing as opposed to virtual mobile retailing. But perhaps all the crazed conversations about his physical store plans may be missing the point. Consider his own words – granted making a different point, but strangely relevant – in his just-released shareholder’s letter:

“One thing I love about customers is that they are divinely discontent. Their expectations are never static… People have a voracious appetite for a better way, and yesterday’s ‘wow’ quickly becomes today’s ‘ordinary’. I see that cycle of improvement happening at a faster rate than ever before…You cannot rest on your laurels in this world.”

That’s why you can make a real case that Bezos has come up with a new way to get physical. Call it Trojan Retailing, call it a magician’s diversionary sleight of hand, call it going in through the back door. However you describe it, it’s an intriguing theory. Read More


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